An agent-based system for modeling users’ acquisition and retention in startup apps

作者：

Highlights：

• We propose an agent-based model to analyze the acquisition and retention trade-off.

• An optimal balance of acquisition and retention leads to the best results.

• When minimizing costs, customer retention is more valuable than acquisition.

• Our framework can guide different marketing campaigns for startup companies.

摘要

•We propose an agent-based model to analyze the acquisition and retention trade-off.•An optimal balance of acquisition and retention leads to the best results.•When minimizing costs, customer retention is more valuable than acquisition.•Our framework can guide different marketing campaigns for startup companies.

论文关键词：Startups,Customer acquisition,Customer retention,Agent-based modeling,Simulation,Retention modeling

论文评审过程：Received 6 July 2020, Revised 8 December 2020, Accepted 4 March 2021, Available online 10 March 2021, Version of Record 26 March 2021.

论文官网地址：https://doi.org/10.1016/j.eswa.2021.114861